the internet lets us all compete on the same playing field. in fact, i find that that the larger & wealthier your business, the more people are involved, the further you distance your digital self from your customer, the harder it is to compete online. web 2.0 and beyond is all about the customized experience. businesses aren’t pushing any more, customers are pulling. it’s harder (becoming increasingly impossible?) to satisfy the masses and easier to completely satiate a select cult following. much of the — all of the — business we cultivate is based around this principal.